At this stage, social interaction can be divided into acquaintance socialization and stranger socialization! Acquaintances' social products are represented by Tencent's WeChat and QQ, while strangers' social products are more, such as Mo Mo, Soul, Yi Yi and Exploration.

Socialization is essentially a relationship chain+information transmission+interaction!

Compared with acquaintance socialization, stranger socialization is an information transmission behavior based on weak relationship chain, which requires additional links such as screening, matching, breaking ice and establishing relationships before entering the normal social path.

Generally speaking, users who play social apps for strangers have four main needs:

1. Meet more people, make more friends and expand your social circle;

2. I just want to talk to someone and express my inner depression;

4. Meet strangers of the opposite sex and develop short-term or long-term relationships (this is the ultimate goal of most people).

The problem faced by social apps for strangers is to connect two strangers and form a strategic relationship chain. For example, Mo Mo, explore and choose the strategy of hormone pairing; Soul chooses the strategy of soul pairing; Mi Yi chose the strategy of video matching.

This reflects the emphasis on the needs of different users, and also lays the product tone of these platforms, reflecting the differences.

According to the data provided by Ai Media Consulting, since 20 15, the number of strangers' social users in China has been rising continuously, and it is estimated that the number of strangers' social users in China will reach 649 million in 2020.

However, the annual growth rate is gradually slowing down. According to this trend, it is estimated that 700-800 million users are the ceiling of strangers' social industry. With the social market of strangers being gradually explored, products that enter the market in the early stage not only need to retain their own users, but also resist the fierce impact of new products.

Although strangers socialize for a long time, it has not formed a monopoly product, and there is still room for new products. In this context, creating products with misplaced competition and strong user stickiness has become the number one goal of various social apps.

Momo was launched in August of 20 1 1, and it is a social app based on geographical location. Only one month after its launch, the number of users of ios has reached 65,438+10,000. One year after its launch, the number of users has exceeded 10 million, with more than 2.2 million daily active users and nearly 5 million weekly active users.

This set of data can very intuitively reflect how red Momo was at that time. Subsequently, he obtained several rounds of capital financing and landed on Nasdaq.

On the afternoon of February 23rd, 20 18, Momo officially announced the acquisition. The acquisition of 0/00% equity of Shenshen/Kloc with 5.3 million Momo A shares and 600.9 million US dollars in cash is expected to be completed in the second quarter, with a total amount of about 760 million US dollars, which is also the largest acquisition in the unfamiliar social field in China.

Exploration was launched on 20 14, and the biggest feature of its products is "sliding left and right, chatting only when you like each other". As the top two in the social field of strangers, their "two in one" makes many people think that the social market of strangers will be "unified" by strangers and exploration, and the social field of strangers will never change again.

But is this really the case?

As mentioned above, Momo and exploration are based on the use of hormones such as photos and voices. Coupled with the difficulty of imprisonment, it is easy for users to spread obscene pornographic content on the platform, which may lead to bad behaviors such as scratching the ball and existential expression, and wandering on the edge of the law.

For example, on 20 19, the list of special rectification of niche instant messaging tools initiated by the National Network Information Office was discovered. Also in this year, the exploration was removed from the Android application market and app store.

Momo also fell into the "yellow storm" and put on the hat of "gun-making software", which can be described as "reputation". Later, Momo began to transform the live broadcast and even changed its name. Today, Momo's main source of income is live broadcast, which accounts for more than 80% of the total income for many times.

Unlike Mo Mo and exploration, Soul, which was launched at the end of 20 16, entered the market quickly with "making friends with the soul" as the breakthrough point. Let users take some tests to label users with attributes, and then calculate the matching degree with other users through a certain algorithm according to the labels, and recommend people who are suitable for being friends for users. Pay attention to the connotation, weaken the face value, and expect to create a deep social software.

20 18, Soul attracts a large number of young people in the new era. From March 20 18 to now, it has been at the top of the social App list in the app store, with monthly active users exceeding top 10/00000, occupying a certain market share.

Also on 20 19, besides exploring and strangers, the soul was also affected. 2065438+On June 28th, 2009, the National Network Information Office informed about the special rectification action of network audio chaos with relevant departments, and many applications including Soul were involved. On the same day, SoulApp was removed from the major app stores.

It was not until two months later that Soul was put back on the shelves. However, shortly after experiencing the turmoil in the Android application market, Soul encountered another storm in the app store. In this regard, Soul responded: In order to improve the user experience, the system is updating and upgrading iOS.

202 1, 1, the monthly active users of Soul exceeded 30 million.

Soul is a social app based on content+chat, which is mainly divided into four items: matching, content (others+yourself), chat and personal settings.

In the strategy of content operation, Soul turned the square disk into a tree hole and a garden of the soul, which produced a large number of high-quality UGC content and an active user atmosphere under its refined operation. At the same time, resources are given according to the quality of content, and the official will also publish daily topics to improve user activity.

For example, two years ago, Soul started the SSR project, and began to encourage users to create more high-quality content, and prepared to support and build kol, with the intention of transforming the community with tree hole function into a high-quality UGC content community.

In terms of commercialization, Momo, Tantan and Soul all take membership functions and value-added services that are in line with their product positioning, such as "Who has seen me" and other paid functions as the initial means of realization.

In addition, Momo and Soul also opened the virtual currency function of the platform, and the consumption props and services in the platform need to be recharged. Because of the small business scope, the commercialization process of exploration and soul temporarily stops here.

Momo's territory is very large, and it has launched corresponding rewards and value-added services in live broadcast, short video and games. Today, live broadcast is Momo's main source of income.

Soul, which seems to be on fire, with the continuous expansion of product business and the diversification of service functions, has also begun to face problems such as the gradual blurring of product positioning, the deviation of development direction from the original intention, and the homogenization development.

Soul's positioning is "soul socialization", which reveals a strong literary style. The first impression is the social software of young people, and the audience has shrunk by a circle. In addition, users who use Soul prefer anonymous tree holes. The whole community is full of words, which can't give people enough sensory stimulation, and they don't want to expose their true face directly. Judging from the results, "spiritual socialization" is a minority demand.

The orientation of Mo Mo and exploration starts from Yan value and directly touches hormones. Sex is the first productive force in social communication, and it is at the bottom of Malosey's demand level. Therefore, no matter how Mo Mo and the detective want to define themselves, they can't jump out of the strong demand scene of About Gun.

Of course, after several transformations, Momo has become a pan-entertainment social platform with more target users and a wider audience.

Some people ask, with social platforms such as Mo Mo, Exploration and Soul, are there any opportunities for other social products of strangers?

We can look at these products first. In the second half of 20 19, Tencent launched a variety of social products aimed at strangers, including "Happy Meeting" and "Light Chatting", as well as voice social products "Echo" and anonymous society products "Making Friends with Lights".

In the same year, Baidu launched the "Mobile Phone" App, with functions including anonymous community, map socialization and online matching of friends. Based on the technology of Baidu map, users can freely switch between "school location" and "actual location" and view friends around them.

Subsequently, Netease also launched the social product "Heart Meeting" one after another, focusing on three major functions, namely "People near the same city", which can quickly find surrounding users, and the system will recommend suitable people for users. There is also an "online list" to provide users with a 24-hour presentation of the current online TA. Finally, "instant chat" supports a variety of chat methods.

Judging from the layout of these internet giants on the social market, the social market of strangers is still very large. Just how to make your own unique style and get a share in the social market is what the current social industry needs to consider.

The soul never looks at the face and looks at the face value, and makes friends with the soul as the starting point, while Mi Yi is just the opposite. Miyi focuses on real people's social interaction and takes "video matching" as the starting point.

65438+20201October 9, Miyi was officially launched. In less than a month, with the real friend positioning of "video matching", it welcomed millions of users for the first time.

In July of 20021year, the number of Iraqi users exceeded 60 million. In August of the same year, she boarded the App Store China free list (making friends) download list top 10.

According to the latest report, Miyi's monthly activity has exceeded150,000. Although this set of data is not as good as social giants such as Mo Mo and Soul. Among the four social products, as the youngest, Yiyi still occupies a place in the social list.

As we mentioned above, the biggest difference from Soul is that Mi Yi takes a real social route.

The first is certification. There are two kinds of authentication: real person authentication and identity authentication. Although it is not compulsory certification, the rights enjoyed before and after certification are different.

Of course, you can also choose real person authentication and identity authentication. In the authentication of real people, in addition to systematic face recognition and manual double audit, Mi Yi added the function of "live detection" after version 3.8. According to relevant data reports, more than 90% users of the platform have passed the real-life authentication (the avatar has a real-life logo, which means that it has passed the real-life authentication).

Secondly, the predetermined speed matching function, that is, video matching. Social software matches users based on one dimension:

For example, stranger and exploration, based on the value of LBS (that is, geographical location); Such as soul, anonymous society based on soul matching.

Miyi's video matching is based on the user's portrait, hobbies, dating labels, dating materials and other information, helping similar users who meet the tonality to quickly match and establish emotional interaction in the form of one-to-one video.

This fate matching function can help users quickly break the social ice and build a bridge to communicate with the opposite sex.

One thing in common with Soul is that Meiyi is also a content+chat-based social app, which is mainly divided into five items: making friends, live broadcast, square, news and personal settings.

In addition to the corresponding chat functions, such as text private messages, voice calls, video calls, etc. Miyi also has its own content dynamic square, similar to Soul.

If we share every moment of life in acquaintances' social interaction, we are likely to be magnified. If you have 1000 friends, there may be 500 misunderstandings.

But when strangers socialize, whether it's soul or Iraq, these dynamic squares give us an "unscrupulous" relaxation space. Publishing daily life and feelings, and receiving high-quality voices in time just meet the real needs of contemporary young people's social model and the changes of the times.

According to relevant statistics, 30% of users of Miyi Yuehuo will create content, that is, release news in the square. Everyone who creates content publishes 3.9 new posts every month. This means that both mass content and minority culture can gather and communicate here, so that fans can have a beautiful habitat.

Generally speaking, these four social products have their own characteristics. Whether it is a stranger's face value socialization, exploration socialization, soul matching socialization, or video matching socialization, only products that truly meet the user's belonging needs and favorite can be called effective social products.

I'm afraid it's an unknown question to ask who can really dominate this market in the social industry!

After all, they are all social applications of strangers. Each application obtains traffic and users in a completely different way, and the precipitated user relationship is also completely different. Everyone is an independent App, and there is no unified entrance. No one has absolute control and can only attract users to transfer through the head effect at most.